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Google Tag Manager: Its Definition, Elements, and Benefits

Last updated: Sep 29, 2022

What is Google Tag Manager?

Google Tag Manager is a tool officially provided by Google to make tag management more efficient on websites. The tag itself is an HTML snippet code that serves to track visitor activity on the website. You will find the tag in the head section of the HTML code.

You can use tags to track where visitors came to your website from, URL links clicked, products purchased, and so on. By using the Tag Manager, you can manage multiple tags in a single container known as a container, so that the process becomes more efficient.

Another advantage of the Tag Manager is that it has an intuitive interface that makes it easy for users, even beginners, to understand how to use it. It is a tool that is available for free, so you only need to download it and do a little setup to use it. 

Google Tag Manager Elements

The Tag Manager has several elements. You need to know these elements to be able to use the tools. Here is an explanation for each element:

  • Container: Where multiple tags are stored at the same time. You can have multiple containers in one GTM account. Several types of containers are web, AMP, iOS, and Android apps. 
  • Tag: HTML snippet code used to track user activity on the website. The data obtained from the tracking results will be sent to third parties such as Google Analytics.
  • Events: Interactions that occur on web pages .This event or interaction provides a trigger for the tag to start tracking. 
  • Variable: A dynamic parameter that determines when the trigger is repeated on a specific task.

The Importance of Google Tag Manager

Google Tag Manager is very important in helping to study visitor behavior. You can use the information to optimize the user experience and increase conversions. The reasons why the Tag Manager is important are as follows:

Guaranteeing Safety

You can create one Tag Manager account that can be managed by many people and set the permissions of each user. This is to prevent unwanted things from happening so that your GTM account is safe from hijacking.

Some of the access rights in the Tag Manager are no access, read, edit, and publish. To set the rights, you can go to the 'Admin' menu and select 'User Management'.

Free of Charge

As an official tool, you can access the Tag Manager for free without paying a penny. This tool was created by Google to make it easier for website managers to learn about their users and improve the performance of their websites.

In addition to the Tag Manager, you can also use premium tools, namely Google Analytics 360, with more complete features.

Help Users

Google Tag Manager provides a variety of features that make it easier for users. Some examples include ready-made templates that you can use to quickly create tags. There is also a preview mode feature to see if your tag settings are correct. The version feature also lets you perform tracking experiments.

Furthermore, the Tag Manager is integrated with a variety of platforms, including Facebook, Twitter, Google Ads, and Adobe Analytics, allowing you to easily implement tracking strategies in a single tool. 

Faster and Practical Work

With the Tag Manager, you don't have to ask a website developer to create or change the tracking code you need. The tag creation process is much faster because you can simply add tags or manage existing tags in GTM.

Having a container can also prevent coding errors because all the tags are in one place. All the tags on the container will be easier to manage, and this can prevent tracking that doesn't work.

Google Tag Manager Functions

To use the Tag Manager, you need to understand some of its functions. Here are some of the functions of the tool:

Manage Tags

The first function of the Tag Manager is to make tag management easier. The container feature in GTM allows you to group all tags into several categories. This certainly makes it easier to find tags. 

Add Tags

Another function of the Tag Manager is to simplify the process of adding tags to the website. GTM allows you to auto-install tags. Without it, you have to manually add the tag to the head section of the HTML code.

Export Container

You may need to share the tags and their triggers and events with other parties, such as agencies. The Tag Manager makes it easy to export containers via JSON files so that these files can be given to those who need them.

Setting Up Tag Templates

The Tag Manager provides a large selection of tag templates with various needs that you can use for free. This template helps you to easily create tags, so you only need to choose one that suits your needs and make adjustments to its configuration.

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